Model USA is preventing to maintain the USA on vacationers’ want lists as worldwide tourism faces a difficult backdrop of geopolitical tensions and issues about America’s picture.

Talking at Model USA Journey Week UK & Europe in Amsterdam, President and CEO Fred Dixon mentioned worldwide demand stays substantial regardless of the “quantity challenges” going through US tourism.

Vacationers from the UK and Europe spent greater than $60 billion in the USA in 2025, producing greater than $128 billion in financial affect, in line with Model USA. Common spending reached $4,277 per customer, excluding airfare. Some 8.5 million of Europeans -including the UK- have to this point visited this 12 months the usA., underlining that the vacation spot retains its attraction…

Dixon pointed to airline capability as one other signal that the US stays an necessary market, with 49 million nonstop seats and 379 nonstop routes scheduled between Europe and the USA.

A few of the new hyperlinks embody Delta’s deliberate Paris-Austin service, Alaska Airways’ Paris-Seattle route and United Airways’ enlargement from Toulouse to Washington DC and from Ljubljana, Luxembourg, Marseille, Valencia and Catania to Newark.

A problem to create demand?

However Model USA is clearly conscious that air capability alone won’t create demand.

“Accessibility is barely necessary if there may be demand,” Dixon mentioned.

The group is utilizing its AI journey planner on VisitTheUSA.com to trace what European vacationers need. Highway journeys presently dominate, accounting for round 40% of conversations, with nationwide parks showing incessantly in itineraries. Multiple-quarter additionally embody cultural and historic websites.

Model USA is concurrently making an attempt to deal with uncertainty round touring to the US by way of its “Get Info. Get Going.” initiative, offering data on entry and visa insurance policies.

Model USA seeks certainly to counter confusion and misperceptions surrounding journey to the US. Earlier this 12 months, the group mentioned the marketing campaign was supposed to present worldwide vacationers the arrogance to go to and supply a single supply of knowledge on entry necessities and associated insurance policies.

In the meantime, Model USA could be very cautious to not identify the one who might be the worst ambassador for presently selling the USA: President Donald Trump, whose common insults and the rogue ton used towards European leaders or Europeans are sufficient to torpedo any welcome and advertising and marketing campaigns that Model USA or regional State places of work can arrange. On the occasion, some representatives of States or locations admit it in veiled phrases…

Leah Chandler expressed satisfaction in regards to the optimistic impact of Model USA marketing campaign “America the Stunning” (Picture: LC/Cleverdis)

Advertising and marketing America past the headlines

Model USA Chief Advertising and marketing Officer Leah Chandler nonetheless highlighted on the stage that the “America the Stunning” marketing campaign continues to generate sturdy curiosity regardless of the tough atmosphere.

Marketing campaign favorability has reached 84%, whereas 77% of audiences surveyed in August mentioned the marketing campaign positively influenced their curiosity in visiting the US. Chandler mentioned this was the very best outcome recorded throughout 10 months of monitoring.

However Model USA will not be merely repeating the identical marketing campaign. “We are able to’t stand nonetheless,” Chandler mentioned.

The group is growing new storytelling round American individuals, traditions and experiences, with Route 66 turning into a serious showcase because the legendary freeway approaches its centennial in November.

A brand new content material initiative, “A Stunning Detour,” will mix sensible itineraries with tales from communities alongside Route 66 between Chicago and Santa Monica.

The target is to show a well-recognized American icon right into a purpose to journey past the apparent gateways.

Model USA can be increasing its “American Originals” collection, which has generated greater than 197 million views with common viewing occasions of greater than three minutes.

New episodes are being developed with locations together with Louisiana, Chicago and San Francisco, specializing in native personalities, meals, traditions and experiences.

Chandler mentioned the technique is more and more about displaying vacationers “one thing they haven’t seen earlier than.”

That strategy additionally extends to influencers and creators, with Model USA persevering with to make use of trusted third-party voices to inform the American story following the FIFA World Cup.

The Chief Advertising and marketing Officer mentioned the patron marketing campaign would stay carefully tied to the journey commerce by way of the USA Discovery coaching program and Model USA’s new world ambassador initiative. The group goals to nominate 250 ambassadors in its inaugural 12 months.

In the meantime, Model USA is increasing Journey Week past Europe, with applications deliberate for Canada, India and Latin America. Final however not nonetheless, all is ready for the subsequent Journey Week UK & Europe in 2027. The occasion will return to London in 2027, working October 18-21 on the expanded Olympia London.